RIDERS UP!
Horse racing jockeys are the heart and soul of their sport. But sadly, when two become paralyzed on the track every year, they don’t get the financial support they need. The Permanently Disabled Jockeys Fund wanted to change that.
But first they needed a rallying cry and a symbol for this cause that people would wear with pride. So, we created the “Riders Up!” campaign.
We told their comeback story.
we explained the odds they face.
We made a badge for our community.
Then we asked for their support.
